AI and The Fourth Era of Content Marketing (101) (Virtual) | School of Marketing | ANA

AI and The Fourth Era of Content Marketing (101) (Virtual)

Using AI to Create and Curate Superior Brand Content
(Virtual Half Day Workshop)

Virtual Workshop Description
Content marketing is certainly not a new topic; it’s been an important part of marketers’ tool kits for years. But it is being dramatically impacted by emerging technologies—most notably, artificial intelligence (AI).

In the early days of the web, brands marketed through online banners and emails urging prospects to visit their websites. Then, in the late 1990s, the second era of content marketing flipped the script with brands turning over control to consumers via UGC and social media. The third era leveraged digital technology to enable a higher degree of personalization and, separately, the notion of Creators versus Influencers.

Finally, the mind-numbing adoption rate of AI has ushered in the fourth era of content marketing. AI-driven solutions are being deployed at each level of content management—in research, creation, personalization, curation, and optimization. However, marketers are also seeing the limitations of automation, particularly in trying to generate AI content that’s creative enough to convert, consistent with brand positioning, SEO-friendly, and legally compliant.

This workshop is excerpted from the companion Full Day Workshop, “AI & the Hyper-personalized Brand”, where participants also explore how to harness AI-driven solutions across every aspect of brand experience, from in-store activation to virtual events, gaming, and more.

Target Audience
This workshop is not meant to be a ‘how-to’ AI manual, rather, it is a powerful guide for strategists and marketing leaders to leverage the strategic application of the right AI tools to drive brand awareness and business lift. It is ideal for:

  • Mid- to senior-level marketers tasked with setting brand strategy.
  • Mid-level marketers responsible for day-to-day brand activation and development.
  • Content marketers seeking to better grasp the strategic application of AI technology.

Virtual Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to improve key brand health-related metrics—e.g., preference, purchase intent, and loyalty—through the hyper-personalization possibilities afforded by AI
  • How to improve key business-related metrics—e.g., reach, penetration, share of wallet, and market share—through the hyper-personalization possibilities afforded by AI

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to offload laborious and time-consuming activities (e.g., data analysis, versioning) to AI, increasing the amount of time available for strategic and creative thinking
  • How to bend the “cost curve”: to do more activity, but to do it at a lower cost per unit

This workshop helps attendees improve marketing ROI by teaching them:

  • How to get superior market results through deeper levels of brand personalization
  • How to use AI technology to more efficiently allocate employee roles and workflows

Download the full agenda here


Faculty:


  • Mitch Duckler

    Mitch Duckler is managing partner of FullSurge, a strategic consulting firm that helps clients achieve business growth through brand building. Mitch teaches Developing a Brand Portfolio Strategy Workshop.

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